2007 Beacon Awards Winners: Reputation/Brand Management

3/16/2007 8:00 PM Eastern

By: By Staff

Cable System I

Rebuilding a Greater New OrleansCox CommunicationsMetairie, LADespite the changes of issues and priorities for post-Katrina Cox Communications, the challenges remain as it moved from recovery to rebuilding the company's infrastructure, reinvesting in Cox employees, and renewing the company's commitment in making New Orleans the digital city of tomorrow. The Rebuilding a Greater New Orleans campaign consisted of comprehensive cross-channel/broadcast PSAs and engaging and informative local programming. In addition, Cox opened a new $4 million Customer Service Center in a significantly flood-ravaged part of the city, contributed $1.6 million to area nonprofits, assisted schools in reopening and distributed more than 40,000, free “I Love N.O.” bumper stickers.

Cable System II

The New Cox AcadianaCox Communications — Greater LouisianaBaton Rouge, LAIn January 2006, Cox Communications merged its Baton Rouge and Lafayette properties creating Cox Greater Louisiana. The Baton Rouge-based Governmental and Public Affairs (GPA) staff embraced a Lafayette region with challenges including a $125 million overbuild project proposed by the city of Lafayette and approved by voters; no regionally-based public affairs staff dedicated to the Lafayette operations; local employees demoralized by the municipal overbuild campaign; and an unavoidable price increase and channel consolidation. By creating a strong regional image and message, the GPA staff positioned Cox as a valued community partner and employer of choice.

Cable System III

Dodgers on DemandTime Warner CableEl Segundo, CATime Warner Cable and the Los Angeles Dodgers partnered to launch the first of its kind interactive digital cable channel dedicated to a Major League baseball franchise. Dodgers on Demand was the first on demand channel to be launched by Time Warner Cable, since the integration of three cable operators Time Warner Cable, Comcast and Adelphia in the Los Angeles market on Aug. 1, 2006. Dodgers on Demand established Time Warner Cable's commitment to the Los Angeles market and served as an introduction to the public of the innovative products that will give the company a competitive edge over satellite operators.

Cable Network I

PBS KIDS Sprout Day at Knoxville ZooPBS KIDS SproutPhiladelphia, PAIn January 2006, Comcast Knoxville contacted Sprout looking for ideas to promote the recently launched preschool channel. Sprout was eager to work with affiliates to develop marketing initiatives to drive brand awareness, increase viewership of Sprout's linear channel, video on demand usage and web traffic. The Sprout team was drawn to this opportunity as it brought together all promotional resources from the local system and offered the network the most comprehensive opportunity to reach the target audience, families with preschoolers age 2-5. Comcast's established relationship with the Knoxville Zoo brought on the final partner that delivered a venue for a large scale event.

Cable Network II

Nickelodeon's Let's Just PlayNickelodeonNew York, NYNickelodeon evolved the Let's Just Play campaign from a program that encouraged kids to be more physically active to a multi-platform health and wellness campaign with resources to educate and empower kids to affect change in not only their own lives but their families and communities. The 2006 Let's Just Play campaign focused on three areas: The Go Healthy Challenge — the on-air, online and locally implemented call-to-action for kids anywhere; The Let's Just Play Giveaway, an annual grants program that only kids can apply to on behalf of their schools; and The Worldwide Day of Play — when Nickelodeon goes completely dark to encourage kids to get up, get out and go play.